At a heritage event known to reflect on the past, we set our sights on the future.

The Pebble Beach auto week celebrates and showcases old cars, and car brands with decades of heritage. As a relatively new brand, Infiniti didn’t fit in nor get a lot of attention. So we showed up with the future, because that’s where our legacy lies. We brought futuristic concept vehicles and futuristic, fully immersive VR experiences to bring the Pebble Beach attendee into the future along with us.

“Dream Roads” linked four of the world’s best driving roads into a single, seamless driving utopia that could only be experienced at one place in the entire world—the Infiniti Pavillion at Pebble Beach. Users got into a fully immersive, gyroscopic model of our car, and could drive the road of their dreams, in the car of their dreams.

“From Pencil to Metal” put the viewer at the center of a second VR experience, as the design story of the vehicle unfolded literally around them, transforming from two-dimensional pencil sketches into a clay model and finally, the finished car.